The Gap Between Big Data and Big Insights

The greatest promise about big data isn’t access to it; it’s the ability to excavate intellectual gems in a mountain of commodity information. Big data takes a personal touch. I call this the human algorithm. It’s the ability for someone with vision, intention, and ambition to find data that leads to hypotheses, testing, and intentional actions and outcomes.

The premise is simple and a lesson we should all have learned many times over by now. Big Data isn’t a thing – it’s a tool. And like any tool – say a hammer or a screwdriver – it’s nothing until we create value with it.

At Univision, the social team is realizing significant spikes in activity linked to TV shows (particularly with a moving story line and series) can have huge implications to the marketing of the show, the story-line development, and even advertiser value.